If the 100 L and the 135 and all the nikons survive the heat, then this will too. "Shameless marketing" is much easier to believe.

Yup, the "big whites" are supposedly painted that way so that excess heat does not cause the fluorite elements to expand, but on a lens like this it's purely marketing.

The 100/2.8L Macro IS and 135/2L do not have any fluorite elements, but the 70-200/2.8L IS II does have a fluorite element.

BTW, it's not about 'survival' - no one (at least, not me) is suggesting a little sunshine will cause a fluorite element to crack. It's about functionality - if the increased heat causes an element to expand beyond design tolerances, IQ will likely suffer.

If the 100 L and the 135 and all the nikons survive the heat, then this will too. "Shameless marketing" is much easier to believe.

Physics........................Physics.

The white color on most Canon lenses is really there to protect some lens' elements, except for the 70-300L where it's pure marketing.

Btw I also taped my 70-300L for reasons: a) inconspicuous when doing nature shots, the commercial lens covers are very expensive, b) looks cheaper = theft hopefully less likely, c) less embarrassing ("I'm rich! I feel pro! Bow down and step aside to make room for the photog!").

I am one of those who doesn't really like the attention that my 70-200 2.8L IS II can bring. I got creative with some gaffer's tape and fixed my "problem"!

I know I may receive some flak from those who would see this as the equivalent of a putting bumper sticker on a Ferrari, but for me, I suits my needs quite well and I'm quite happy with how it turned out!

How'd you cut it so accurately? I am having trouble cutting neat strips of exact widths

I am one of those who doesn't really like the attention that my 70-200 2.8L IS II can bring. I got creative with some gaffer's tape and fixed my "problem"!

I know I may receive some flak from those who would see this as the equivalent of a putting bumper sticker on a Ferrari, but for me, I suits my needs quite well and I'm quite happy with how it turned out!

How'd you cut it so accurately? I am having trouble cutting neat strips of exact widths

I measured it very precisely and cut with an X-acto knife and a straight-edge. (I taped the tape to a cutting board and then reapplied it to the lens.